|
Michael Green's 'How To' Forum
|
| |
How To Forum
Re: Double Opt-Out?
Posted By: Michael Ambrosio In Response To: Double Opt-Out? (Michael Murphy)
Date: Monday, 10 January 2005, at 10:23 a.m.
> CAN-SPAM requires giving the customer an easy way to opt-out. Fear of
> screwing this up seems to have caused marketers to ignore opt-out as an
> OPPORTUNITY to save a customer. It’s hard to get a double opt-in...so
> why not work to keep them at the time they are most ready to leave? It’s
> cheaper to keep a customer than generate a new one.> I recently unsubscribed from several lists that I got on through the 12
> days or 117 presents campaigns. My conclusions:
> 1. The opt-out page is the last unused real estate on the web.
> 2. Very few opt-out pages were written by a marketer – most of them look
> like they were coded by a nineteen year old rentacoder with Asperger’s.
> 3. The few that tried to do anything other than drop me like a hot potato
> broke the most basic principle of marketing – they were about the site
> owner, not me.> Why is double opt-in important? So no one can be signed up for a site by
> someone else. Therefore, isn’t double opt-out equally important? What if
> someone starts opting-out other people just for the hell of it?> So here’s my plan – and please add to it!
> 1. Customer clicks to opt out.
> 2. Page comes up –> Please pick one:
> Opt me out for a month until I catch up on my email
> Opt me out for six months, then check back with me
> Opt me out for a year
> Opt me out forever
> [Note that 3 of the 4 choices give you permission to contact them in the
> future.]> 3. Next page comes up –
> We will opt you out as requested. May I offer you one last FREE ebook
> covering how to make $1 million in 24 hours without even putting on your
> underwear? It’s yours FREE if you’ll just tell me below why you’re
> opting out.> [OK, now I’m giving them a bonus to opt-out, right? But guess what’s
> in the ebook, besides useful information – many clickable links and
> reasons to opt back in.]> 4. Next page comes up –
> Your opt-out is in the queue. We’ve sent an email to the address you
> subscribed from. Please open it and confirm your opt-out by clicking on
> the link. (This is necessary to be sure someone else can’t mess with
> your account.)> [Double opt-out. Maybe they’ll change their minds, or forget it, or
> delete it without confirming.]> We will miss you, and you will miss this:
> 19 new free ebooks coming in the next six months
> A free teleseminar with God
> Our new affiliate program that pays out 99% of the initial sale of a
> product 50 million people need.> If you want to change your mind, click here and we’ll cancel your
> opt-out.> Either way, have a happy, healthy and wealth-filled life!
> [OK, gurus – what’s wrong with this and/or how can I do it better?]
Michael,
You know, that SHOULD be common sense. But you're right - so many (myself included) do NOT do this. Guess I'mm gonna need to change my thinking a bit.
Thanks for that valuable post!
Mike
Reseller Hosting - and So Much More.
| |
How To Forum is maintained by HowToCorp with WebBBS 5.12.
